To me, this is HUGE. A brand like Luvs, for example, has nailed this. The overarching message in America has been a strive for greatness — implying, of course, that you aren’t great as you are. I think that has the danger of alienating people in the long term. Brands that miss that principle sacrifice loyalty for initial adopter numbers.

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Author of “The Wabi-Sabi Way” and “Be, Think, Do”. Subscribe to my newsletter “Woolgathering”: https://goo.gl/UhzUYL.

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